When a heritage apparel brand specializing in wrinkle-free and non-iron women’s button-downs partnered with DaSilva Consulting in April 2023, their organic traffic was almost entirely branded. Despite being well-known in-market for their signature white shirts, they weren’t ranking for the category-defining search term — “women’s white shirts” — a keyword pulling roughly 39,000 monthly searches. They were invisible to the exact shoppers searching for exactly what they sold.
The strategy was focused. Rather than spreading effort across dozens of keywords, we identified the single highest-value search in the brand’s category — ‘women’s white shirts’ — and built everything around winning it. Four coordinated workstreams supported that goal:
• Technical SEO cleanup — resolved 404 errors, optimized large image files, and improved overall site speed so the target pages could be crawled and indexed cleanly.
• Metadata overhaul — rewrote titles and meta descriptions sitewide to align with the target keyword and adjacent intent (non-iron, wrinkle-free, striped, blouses).
• Content optimization — created keyword-targeted copy across product and collection pages to support the unbranded ranking push.
• Strategic link building — focused on securing high-quality backlinks anchored to the target keyword and its variants, building the category authority the brand needed to compete.
